E-Commerce Growth Marketing Lead – DTC Skincare

Full-Time | Remote | US / European Time Zone Overlap Required

About the Role

We are looking for a highly strategic and hands-on E-Commerce Growth Marketing Lead to take ownership of the full marketing growth engine for a fast-growing DTC skincare brand.

This role is ideal for someone who has operated at a senior marketing level, understands how to scale a competitive DTC brand, and can lead multiple marketing channels toward one clear goal: profitable growth.

You will not be starting from zero. The company already has specialists and partners in place across email and SMS, Google Ads, Meta Ads, and website/CRO support. What we need is the person at the top who can connect the dots, understand the numbers, give direction, challenge the team, and ensure every channel is working together to increase revenue, profitability, conversion rate, lifetime value, and customer retention.

This is a senior growth role in experience and responsibility, but it is designed for someone who is motivated by performance-based upside, ownership, and the opportunity to help scale a proven winning product.

Your Mission

Lead the marketing strategy and execution needed to scale a DTC skincare brand profitably by improving customer acquisition, conversion rate, retention, subscriptions, loyalty, and lifetime value.

Key Responsibilities

Marketing Leadership & Growth Strategy
* Own the overall marketing growth strategy across acquisition, conversion, retention, and customer journey.
* Lead the existing marketing team, agencies, and specialists to ensure everyone is aligned toward the same revenue and profitability goals.
* Review performance across channels and make clear, data-backed decisions on where to focus, what to improve, and what to stop.
* Build a scalable growth system that can support aggressive brand expansion.
Paid Media Direction
* Oversee Meta and Google Ads performance through internal experts or external partners.
* Understand the key metrics behind paid acquisition, including CAC, ROAS, contribution margin, AOV, LTV, and profitability.
* Provide strategic direction to the paid media team rather than simply reviewing reports.
* Ensure creative, landing pages, offers, and campaigns are aligned with performance goals.
DTC Skincare / Beauty Growth
* Bring strong understanding of how to market skincare, beauty, wellness, supplements, or highly competitive consumer products.
* Understand the customer journey, pain points, buying behavior, trust factors, and messaging needed to sell skincare products online.
* Help position the brand and product offers in a way that resonates with the target customer.
Shopify & Website Execution
* Use Shopify confidently for day-to-day marketing tasks such as updating banners, images, landing pages, offers, and promotional content.
* Work with the website/CRO agency to implement improvements that increase conversion rate, AOV, and revenue per visitor.
* Support upsells, cross-sells, bundles, subscriptions, loyalty programs, and other growth-focused Shopify apps.
* Deep technical development experience is not required, but the person must be comfortable working inside Shopify and moving quickly.
Retention, Loyalty & Subscriptions
* Build and improve customer retention strategies that increase repeat purchase rate and lifetime value.
* Support and optimize email and SMS marketing strategy in collaboration with the current retention specialist.
* Develop or improve subscription and loyalty programs to increase customer stickiness and predictable revenue.
* Identify opportunities to increase AOV and LTV through offers, product education, bundles, and post-purchase flows.
* Develop and improve affiliate and influencer marketing as an additional acquisition channel.
* Evaluate agency or specialist performance and ensure campaigns are tied to real business outcomes.
* Understand TikTok and TikTok Shop as potential growth channels, but not as the main requirement for the role.
* Identify opportunities to use creators, affiliates, and UGC to support paid media and brand growth.
* Use AI tools to improve marketing analysis, creative testing, customer journey optimization, content production, and decision-making.
* Stay current with tools and workflows that can make the marketing function faster, smarter, and more efficient.
Success Metrics
* Profitable growth in Shopify revenue.
* Improved conversion rate, AOV, customer lifetime value, and repeat purchase rate.
* Stronger alignment across paid media, retention, CRO, affiliate, and website initiatives.
* Improved performance from Meta and Google Ads through better strategy, creative, offers, and landing pages.
* Successful development of loyalty, subscription, and retention programs.
* Affiliate and influencer marketing become more structured and performance-driven.
* Clear leadership of agencies, specialists, and internal marketing contributors.
Requirements
* Proven experience growing a DTC e-commerce brand, ideally in skincare, beauty, wel